With your edit, at least to me, you've made this even more interesting. Feel free to disregard these questions because at this point I feel I'm prying.

>> We want to help you finding products and brand that reflect your values. That's why we collect a lot of information about a brand, i.e his manufacturing practices, certifications, warranty or repair service.

How do you suppose you'll match a user to a brand (or to a collection of brands)?

>> We are not in a position to assess such data, so we are partnering with different companies and standardisation bodies that assess sustainable production standards.

That sounds like a deliciously hard problem to solve. Are you hiring? Or are you looking for tech partners?